Humira is a monoclonal antibody – one of the new biological agents that acts on the immune system. Its side effects can be so nasty it has a black box warning on it.

Despite this, it’s on its way to becoming the best-selling drug of all time. You don’t get to be a best-seller on this scale without pushing the marketing envelope way beyond those who are seriously enough ill to warrant taking risks with a dangerous drug. Without running a marketing campaign that is to old-style drug marketing as a HumVie is to one of the smaller European cars.

The company have already been warned by the FDA for promoting Humira for milder conditions and misleading about its safety. The marketing includes many emotive messages – with images suggesting children are repelled by a single patch of psoriasis.